How men are popping more pills than ever: 40% take vitamin supplements every day
- - There has been a 25% increase in sales of men's vitamins in the last year
- - The UK market for male vitamins is now worth £5.1 million a year
- - Male vitamins are seen as the biggest growth area in supplement sales
- - Most common reason for men to take vitamins is to boost immune system
By EMMA INNES
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Record numbers of health-conscious men now take vitamins every day, according to new figures out today
Record numbers of health-conscious men now take vitamins every day, according to new figures out today.
Nearly four in 10 men take vitamins or supplements on a regular basis, prompting a 25 per cent boom in sales in the past year.
The UK market for vitamins and supplements aimed exclusively at men soared from £4.1 million in 2011 to £5.1 million last year.
According to a report by market analyst Mintel, growing numbers of men are taking vitamins and supplements as they become more conscious of their health and appearance.
Women, the elderly and people with young children are the greatest users of health supplements and vitamins.
However, 38 per cent of men are now popping health-boosting pills.
Men's health supplements usually contain vitamins A and D as well as zinc and magnesium which boost bone strength and help with memory loss and prostate problems.
The market for vitamins and supplements aimed at men has seen the biggest growth of all sectors in the past few years, said Mintel.
A spokesman said: ‘Despite the rise in sales of men’s vitamins, the number of male-specific launches remains fairly low in this category.
‘Taking greater confidence from maintaining a well-groomed appearance now defines what it is to be a “man” in today's society.
‘Men who buy grooming products to boost self-esteem or feel more attractive are now in the majority, however, there have been few vitamin launches targeted at men, particularly when it comes to vitamins with appearance benefits.
‘As 27 per cent of men agree that vitamins and supplements are important for improving your appearance, this market has great potential.’
The report found that 42 per cent of all adults regularly take vitamins or supplements to boost their health.
Women are the higher users of vitamins and supplements, with 46 per cent taking them on a daily basis.
Nearly four in 10 men take vitamins or supplements on a regular basis, prompting a 25 per cent boom in sales in the past year
One in five men have taken vitamins 'occasionally' in the past 12 months, mostly when they are feeling run down.
Thirteen per cent of men have taken cod liver oil on the same basis, 15 per cent vitamin D and 14 per cent fish oil or omega-3.
Men say they take vitamins to boost their health in general, 56 per cent to improve their immune system, 40 per cent to keep bones healthy and 24 per cent to boost energy levels.
Fourteen per cent take vitamins to combat ageing and 22 per cent to improve their brain function and memory.
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